I could quite easily both create or miss a million pound plus spent on advertising but stuff like this gets me thinking about how powerful a good idea using public space and then channeled into social media and shared with the right people can turn into something which frankly doesn't even needed to actually exist except as an idea.
It could be turned into a global media idea by a 14 year old student on a laptop, as George Parker highlights in Bob Garfield's Adage piece . You should read it because the parting shot is why we are "exquisitely, irretrievably fucked"
There is no commandment that thou shalt monetize media space.
Although monetizing delivery is much much easier if we try and keep the mobile phone a pull not push media space. Keep an eye out for more of the above work going up on Flickr
The future is looking awesome the sooner we let go of the past.